JupiterResearch: Significant buzz exists around social marketing and consumer-created content in the healthcare industry

JupiterResearch published a new online health report yesterday on the impact of social media in healthcare.

This is an important report because it is the first study that we've seen to assess the importance of "Health Connectors."  Health Connectors, like patient advocates and physician experts, are becoming a powerful and important force in impacting people's health decisions.

The report also answers these questions:

• How many online consumers connect with one another about health issues, and to what extent does this activity threaten or benefit health stakeholders?

• How do health connectors communicate as well as create, consume, and share content, and how does this activity impact marketing strategy?

• How can publishers increase the number and engagement of health connectors?

• Percentage of Online Health Connectors and Share of Online Users Who Looked for Health Information Online

• Types of One-to-One and Social Media Online Users Leverage

• Reasons Online Health Connectors Used the Internet to Connect with Others

• Percentage of Online Users Who Create and Consume Health Content Leveraging One-to-One and Social Media

• Percentage of Online Health Connectors Who Use One-to-One and Social Media in Combination and Exclusively

• Degree of Sources' Influence on Online Users' Decisions to Take Prescription Drugs

• Characteristics of Online Health Connectors, Compared with Average Online Users

• Drivers and Inhibitors of Growth and Engagement of Online Health Connector Audience

• Example of Site Featuring Health Specialists

• Features Encouraging Interaction with Others Online